After decades of dominating the boot market and partnering with the world’s elite blade manufacturers, Riedell sought to revolutionize the industry with its first American-made blade line. I led the end-to-end brand architecture—from naming and positioning to toe-pick art and high-impact POS displays. By balancing a premium heritage aesthetic with an accessible price point, the launch successfully eclipsed the competition to become the #1 selling American-made blade on the market.